Most of the world was introduced to Canadian cryptic-pop sensation Allie X via one monumental shout-out from Katy Perry last year, but the Toronto-born singer is far from an overnight success.
Before moving to Los Angeles, and prior to developing the Allie X persona, Allie Hughes cut her teeth performing both solo and in bands in Toronto's indie scene. Her melodic creativity and off-kilter pop sensibility ultimately caught the ear of Henry “Cirkut” Walter, who encouraged her to move to Los Angeles for a songwriting gig. Allie soon became Allie X, a deliberately veiled art project, and began dropping song-after-song of self-produced pop curiosities.
“Catch” combines the icy, pulsating production of electro groups like CHVRCHES and Purity Ring with colossal pop hooks, and it still sounds fresh almost a year after its initial release.
Directed by Jérémie Saindon, the “Catch” video plays out like a bizarre dream, depicting a surreal scene complete with eyeballs, piles of naked limbs, mysterious goo, and butterflies. All told using stop-motion techniques and looping GIF effects, of course. It would all be pretty disturbing if the song wasn’t so satisfyingly catchy.
Check out the video below, and be on the lookout for Allie X’s debut CollXtion, which drops on April 7th on her own label, which she's (predictably) dubbed LABEL X.
